News Limited is rebranding, doing away with the name of the company that Rupert Murdoch built a global media empire from and instead calling itself News Corp Australia.

The announcement comes as the company prepares to officially split in half on 1 July, hiving its entertainment interests off from the publishing side of the company.

News Limited is the Australian arm of the global company News Corporation and publishes more than 140 newspaper titles across the country including the major tabloid titles down the east coast, the Daily Telegraph, the Herald-Sun and the Courier-Mail as well as the national broadsheet the Australian.

The company has already been split in half on the Australian Securities Exchange with 21st Century Fox and New News Corporation trading conditionally from a week ago with a fair response from the market.

21st Century Fox controls the film and television side of the company, trading under the old name of News Corporation (NWS) at about $30 a share, a price which has remained stable since the split.

The publishing side, NNC, which takes in News Limited, debuted at $15 a share before dropping to about $14.50 and on Wednesday sat higher at $16.610.

When the company officially splits on 1 July and begins trading unconditionally, News Limited will begin to rebrand as News Corp Australia.

"Our new brand and logo have been designed to support a more coherent and logical identity across the globe, and to emphasise the central part we play in the network of the best companies in the worlds of diversified media, news, education and information services," he wrote.

"As News Corp Australia, we will build on our heritage of world-class journalism and entrepreneurialism, taking risks and innovating in order to win."

The renaming will become official on 1 July but the rebranding is expected to be rolled out in stages.

Williams also hinted at more coordinated journalism from publications around the world, saying Murdoch's global company News Corp would be "boldly" combining its assets.

"News Corp Australia will continue to offer the best journalism, analysis and insight across all platforms and devices. We will shine a light on the issues that affect Australians, documenting and highlighting vital matters across news, business, sport, and lifestyle," he said.

"We will continue to put our customers, readers and advertisers alike at the heart of all that we do. We will work alongside our global News Corp colleagues to combine our extraordinary assets in boldly creative new ways, creating compelling products. We will reach new heights as we will continue to entertain, inform and educate many millions of consumers across the world."

News Limited was founded in 1923. Keith Murdoch bought a minority stake in the company in 1949 with his son Rupert inheriting it along with the Adelaide newspaper The News when Keith died two years later.